EU-wide, five trillion DPP will be issued each year, according to calculations by Deloitte.
One thing is already clear: the Digital Product Passport will change the economy. But the DPP also offers new opportunities for marketing. The DPP lets products speak for themselves and thus becomes a direct communication channel to the customer.
So how does it work?
Only 5 steps are needed to open a new and individual communication door to the customer with the DPP.
Thomas L. Rödding explains what these are in his article (in German) in W&V.
Curious?
English summary:
The Digital Product Passport (DPP): Transforming Business and Customer Engagement
In 2027, EU companies will be required to implement the Digital Product Passport (DPP). Initially seen as a regulatory burden, it represents a significant opportunity for sustainability and customer communication.
A DPP is a dataset containing details of a product's origin, composition, supply chain, maintenance and more. It also includes certificates and compliance data. The DPP enables products to communicate with shoppers, encouraging better choices and post-sale engagement.
Implementation involves five steps:
Create a product passport: Use a dedicated system to collect product information.
Publish the passport: Report DPPs to the EU Commission.
Integrate into products: Embed DPPs using NFC, QR codes or barcodes.
Maintain the Passport: Update DPPs as needed.
Drive interaction: Products can engage customers with tailored content.
The need for a DPP depends on the complexity of the product. Companies can treat it as a requirement or as a direct customer interface, involving teams from IT, procurement, marketing, communications and sustainability.
For consumers, accessing DPP information is as simple as scanning the product with a smartphone. The DPP promises to revolutionise business operations, increase transparency and improve customer engagement.